What Does a Search Engine Marketing Specialist Do?
Search Engine Marketing, also known as SEM, is the process of using search engines for marketing purposes. The most common SEM strategies include Search Engine Optimization (SEO) and Pay Per Click (PPC) advertising. As a search engine marketing specialist, you will manage SEM campaigns and work to bring in new customers at a desirable cost. To make this happen, you will utilize SEM tactics, such as doing keyword research, writing ad copy, tracking campaign performance and testing. Search engine marketing professionals must have diverse skills sets that they can modify to accommodate the dynamic SEM industry. Essentially, a search engine marketing specialist must have excellent communication skills (especially written), solid quantitative and analytical capabilities, exceptional technical skills and a strong desire to continuously learn.